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Liquor Ads on TV

by David J. Hanson, Ph. D.

Television networks have long aired commercials for beer and wine.
There is no reason for them not to include ads for distilled spirits
beverages. Opponents of such ads apparently fail to recognize an
important fact: a glass or bottle of beer, a five-ounce glass of
dinner wine, and a shot of whiskey, gin or other distilled spirits
beverage (or a mixed drink) all contain equivalent amounts of alcohol.
To a breathalyzer they are all the same.

This fact was recently recognized by a federal court when it declared
as "irrational" and probably unconstitutional Utah's law
permitting the advertising of beer and wine but not distilled spirits.

Opposition to advertising any alcohol beverages is usually based
on the false belief that such advertising increases consumption
and abuse. However, extensive scientific research conducted by governments
and agencies around the world makes it clear that alcohol advertising
has virtually no impact on the consumption of alcohol and none at
on the abuse of alcohol beverages.

If advertising doesn't increase consumption, then why do producers
advertise? It's simple. Producers advertise in order to gain market
share, which they do at the expense of their competitors who end
up selling less. Research demonstrates that this is exactly what
happens.

There is clearly no scientifically justifiable reason to ban TV
commercials for distilled spirits beverages. The arguments in favor
of such bans are emotional in nature and based on misconceptions.

Contrary to common belief, alcohol abuse is actually declining
among both young people and the general population, as repeatedly
demonstrated by government surveys. There is no reason for alarm
and no reason to impose even more federal laws and regulations.